When it comes to email marketing, not all metrics are created equal. For years, open rate was the gold standard. But since Apple’s Mail Privacy Protection (MPP) began inflating opens and obscuring true engagement, open rate has lost its reliability.
Today, the metric that matters most is clicks — because clicks reflect real human action. But here’s where many marketers get confused: there’s a critical difference between Click Rate (as Klaviyo reports it) and Click-Through Rate (CTR/CTOR). Let’s break it down.
📊 Click Rate vs. Click-Through Rate (CTR/CTOR): The Key Distinction
- Click Rate (Klaviyo Dashboard):
The percentage of people who clicked a link in your email out of everyone who received it.- Formula: ClickRate=Delivered EmailsUnique Clicks×100
- Example: If you send 10,000 emails, 9,500 are delivered, and 285 people click, your click rate is: (285÷9,500)×100=3%
- Click-Through Rate (CTR/CTOR):
The percentage of people who clicked a link out of those who opened the email.- Formula: CTR=Unique OpensUnique Clicks×100
- This shows how engaging the content was after someone opened.
👉 In Klaviyo, the default metric you see is click rate, not CTR. That’s why it’s so important to know the difference — and to understand why click rate is your best measure of true engagement in 2025.
🚀 Why Click Rate Matters More Than Ever
Because MPP automatically generates false opens, open rate has become inflated and unreliable. Click rate cuts through the noise. If someone clicks your link, you know with certainty they’re interested.
That makes click rate the leading performance indicator for:
- Audience Engagement – Do people care about your content enough to act?
- Message Relevance – Does your offer resonate with subscribers?
- Campaign Effectiveness – Is your strategy driving results that matter?
📈 What Click Rate Tells You
- High Click Rate → Your subject line, content, offer, and CTA are aligned with subscriber interests. You’re moving people closer to purchase.
- Low Click Rate → Signals a disconnect. Maybe your targeting is off, your offer isn’t compelling, or your CTA is too weak. Either way, it’s a sign your strategy needs adjusting.
🔍 Diagnosing Low Click Rates
If your click rate is underperforming, check these areas:
- Segmentation – Are you sending the right content to the right people?
- Calls-to-Action – Are your CTAs clear, benefit-driven, and visible?
- Content – Is the copy compelling and relevant, or cluttered and generic?
- Design & Layout – Is the email mobile-friendly with obvious buttons?
- Analytics – Use Klaviyo’s reporting (and tools like Google Analytics) to see exactly what people clicked — or ignored.
⚡ Proven Ways to Improve Click Rates
- Segment Your Audience – Behavior, demographics, and purchase history matter.
- Personalize Content – Use dynamic blocks, recommendations, and subscriber data.
- Strengthen CTAs – Clear, action-focused buttons (e.g., “Claim My Discount”).
- Simplify Design – Keep focus on one main message per email.
- Test Subject Lines & Preview Text – Boost opens to create more click opportunities.
- Run A/B Tests – Test CTAs, offers, layouts, and timing for real data.
- Create Urgency – Scarcity and limited-time offers drive action.
- Match Offers to Audience Needs – Align campaigns with what subscribers actually value.
💰 Click Rate and Revenue: The Direct Link
Click rate isn’t just about engagement — it’s directly tied to revenue. Every click is a potential customer back on your site, ready to buy. The higher your click rate, the more traffic you generate, and the more opportunities you have for conversions.
Brands that consistently optimize for higher click rates see stronger ROI than those who only chase open rates or list growth.
🧪 The Role of A/B Testing
A/B testing is one of the most powerful levers for improving click rate. By testing subject lines, offers, CTAs, designs, and send times, you get hard data on what resonates with your audience. Over time, these incremental wins compound into better engagement, more conversions, and higher revenue.
📊 Email Click Rate Benchmarks by Industry
| Industry | Average Click Rate |
|---|---|
| Retail / E-Commerce | 2.0% – 3.5% |
| Fashion & Apparel | 1.5% – 2.5% |
| Beauty & Cosmetics | 2.0% – 3.0% |
| Health & Fitness | 2.5% – 4.0% |
| Food & Beverage | 2.0% – 3.5% |
| Technology / SaaS | 3.0% – 5.0% |
| B2B / Professional Services | 2.5% – 4.5% |
| Nonprofits & Charities | 3.5% – 5.5% |
| Media & Publishing | 3.0% – 4.5% |
📖 Interpreting CR Benchmarks
CR benchmarks vary widely by industry, reflecting differences in customer behavior, purchase frequency, and content expectations:
- Retail / E-Commerce (2.0–3.5%) – Competitive inboxes and frequent promotions keep CTR lower; strong offers and segmentation are key.
- Fashion & Apparel (1.5–2.5%) – High visual content and impulse-driven purchases mean lower engagement unless paired with personalization.
- Beauty & Cosmetics (2.0–3.0%) – Similar to fashion, but loyalty programs and UGC often drive stronger clicks.
- Health & Fitness (2.5–4.0%) – Educational, habit-driven content supports higher CR.
- Food & Beverage (2.0–3.5%) – Seasonal offers and recipes can lift performance, but competition is high.
- Technology / SaaS (3.0–5.0%) – High-value educational content and product updates generate stronger engagement.
- B2B / Professional Services (2.5–4.5%) – Thought leadership and whitepapers drive meaningful clicks from a smaller, more targeted audience.
- Nonprofits (3.5–5.5%) – Emotional storytelling and mission-driven appeals lead to some of the highest CTRs.
- Media & Publishing (3.0–4.5%) – Subscribers expect to click through for deeper content, boosting engagement.
✅ CTR Optimization Quick Checklist
- Segment your audience 🎯
- Personalize your content ✨
- Simplify design (1 email = 1 goal)
- Strengthen CTAs with bold, benefit-driven text
- A/B test subject lines, offers, and layouts
- Use urgency & scarcity to drive action
- Monitor CTR monthly in Klaviyo or your ESP
The Bottom Line
In a post-MPP world, Click-Through Rate (CTR) is the most accurate way to measure email performance. It shows not just who saw your message, but who acted on it.
A high CTR means your content resonates, your offers connect, and your audience is moving closer to purchase. A low CTR signals an opportunity to adjust your messaging, targeting, or design.
By focusing on CTR — and optimizing it through segmentation, personalization, and A/B testing — you’ll not only improve engagement but directly increase revenue.
Because in email marketing, it’s not about the open. It’s about the click that leads to conversion.
